Workshop ~ Selling More with Neuroscience

• Why do buyers say No?
• How does the pandemic affect consumer behavior?
• How do you empower your sales team with science?

Neuroscience research has shown that nearly 95% of our decisions are driven by unconscious emotions. What is the strongest emotion that a buyer experiences when making a buying decision? It is decision anxiety.

“No one gets fired for buying IBM” is a cliche. It reveals a very important truth: buyers experience anxiety when buying. The anxiety is caused by their fear of making mistakes, taking risks, or getting fired. The anxiety paralyzes their decision-making ability. It shifts their attention to the negative outcome.

Workshop: The Neuroscience of Selling on Emotion

As a seller, how do you reduce buyers’ decision anxiety? In traditional sales training, the focus is on controlling the conversation, asking questions, handling objections, etc. However, most of those tactics actually increase buyers’ anxiety, instead of lowering it.

Your customers are anxious about making wrong decisions. They worry about choosing the wrong product, brand, or seller. They are not sure if they are paying too much. They wonder if there is a better alternative. Their decision anxiety is what kills most sales.

Learning Objectives ~ Get answers to:

• How do heightened emotions change consumers’ decisions?
• How do you help your customers decide?
• Does stress make people more irrational?
• Why do you need to change your marketing message?
• How do you create long-lasting memories for your brand?

Powerful Takeaways:

• How do you catch buyers’ attention?
• Will they remember your products and services?
• Why do you need to change your marketing message?
• How do you build lasting memories for your brand?
• How do successful companies create higher values?
• How do you avoid confusing your buyers?

Emotions serve to minimize our exposure to pain. Many trainers and speakers teach techniques of evoking fear, assuming that fear motivates buyers. Fear leads to more anxiety, which cripples buyers’ decision-making. Selling on fear is dishonest, counterproductive, and harmful.

Choose from the following 2 options:

• 1 3-Hour Sessions ~ Your team will learn all science-proven insights and techniques that can be integrated into your sales process immediately. Your team will find highly customized content that is relevant to your products and services.
• 2 3-Hour Sessions ~ It includes all content in Option #1. You will learn more advanced science- and evidence-based techniques customized for your team. Your team will discover why training sales training often fails to produce desirable outcomes and how to avoid making the same mistakes again.

Trainer and Speaker: Apply Neuroscience to Selling

In this science-based, content-rich workshop, Dr. Terry Wu will guide you to apply Neuroscience to your sales and marketing to reduce and eliminate your customers’ decision anxiety. His scientific insights inform you about the Neuroscience behind human emotions and memories. He will help you understand and observe irrational consumer behavior. You will take away many actionable ideas that help your business adjust and adapt to the new norm.

Neuroscience research has demonstrated that human decisions are shaped by emotions and memories. There are two crucial brain structures that are closely involved in regulating emotions and storing memories. The Amygdala is associated with fear and aggression. It regulates both negative and positive emotions. It keeps us from danger and pain. The Hippocampus is responsible for long-term memories. It allows us to learn to avoid pain and to seek pleasure.

How these two brain structures communicate has a lot to do with why those highly emotional memories last a long time. If your business would like to build a strong connection with its customers, it is crucial to reduce their risk and anxiety by building good memories.

How the Pandemic Affects Selling

The COVID-19 pandemic is unprecedented. Emotions are running high. Consumers are experiencing a lot of fear and stress. For business leaders, marketers and salespeople, this crisis has provided a rare opportunity to understand how emotions influence consumer behavior.

When consumers are fearful and retreating into the survival mode, the last thing they care about is what you sell. They overreact to bad news and risks. They are on high alert to protect their own self-interests. How a company adapts to the fast-changing marketplace matters to its survival during this crisis and its growth during the recovery.

In this one-of-a-kind training workshop, you will learn only science-based techniques and skills. You will understand why a technique works and how to apply it. Dr. Wu will guide you to explore the science of human decisions and its insights into selling on emotion. He will make complex research studies very easy to understand. You will feel empowered and inspired. You will have more confidence and stronger performance.